Pengaruh Lifestyle dan Persepsi Harga terhadap Keputusan Pembelian pada Puspa Rasa Kopi Jember

Abstract

This study aims to analyze the influence of lifestyle and price perception on consumer purchasing decisions at Puspa Rasa Kopi Jember. The sampling technique used purposive sampling with a total of 110 respondents, which then became 109 respondents after the data processing process. Data collection was carried out through questionnaires and analyzed using multiple linear regression analysis with the help of SPSS 29.0. The results of the study indicate that lifestyle has a positive and significant effect on purchasing decisions. Price perception also has a positive and significant effect on purchasing decisions and has a more dominant influence than lifestyle. Simultaneously, lifestyle and price perception have a significant effect on purchasing decisions at Puspa Rasa Kopi Jember. The findings of this study indicate that the compatibility between consumer lifestyle and positive price perception is an important factor in driving purchasing decisions. Therefore, coffee shop business owners need to pay attention to the suitability of the place concept to the consumer's lifestyle and set prices that are commensurate with the quality and benefits felt by consumers.

Keywords: Lifestyle, Price Perception, Purchasing Decisions, Puspa Rasa Kopi Jember